The Research of the Marketing Channel Conflict Based on the Analysis of the Game Theory

Ying Liu

Abstract

In order to solve the marketing channel conflict more rationally, this thesis advances a new way by making use of game theory. It connects the game theory and the conflict of marketing channels together and puts up two kinds of models based on the game theory. According to the models, the thesis analyzes channel member’s behavior. And then it finds the reasons of marketing channel conflicts by game theories.

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